New York (CNN) — Target hopes that a recapturing of its cultural cachet will spark a turnaround for its business. It’s turning to a fashion-forward New York neighborhood to get started.

The chain unveiled its first-ever concept store in SoHo this week, adorned with stylish apparel, designer collaborations, and beauty products — all key areas that its incoming CEO hopes will revive its former “Tar-zhay” glory.

Michael Fiddelke, Target’s current chief operating officer, is replacing longtime leader Brian Cornell as CEO in February. Following the August announcement, he immediately laid out his vision to recover Target’s image as being both affordable and trendy.

A focus on design is certainly evident at the location at 600 Broadway, which doesn’t look like a typical drably lit big-box sto

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